Contents
- What is eye tracking?
- How does an eye tracker work?
- What can be measured using eye tracking?
- How does an eye tracker visualize results?
- Why is eye tracking used in marketing?
- Tips for marketers: what affects gaze movement
- Pros and cons of eye tracking
What is eye tracking?
Eye tracking is a technology designed to track and analyze eye movement. Special devices, called eye trackers, record where and how long a person looks. Mobile versions of eye trackers, which resemble regular glasses, are equipped with cameras and infrared sensors, allowing them to record the user's eye movements. There are two types of eye trackers: portable ones, such as glasses and headsets, and stationary devices that are installed on computer monitors.
How does an eye tracker work?
The main task of an eye tracker is to monitor the trajectory of gaze movement and the time a person spends on different objects. During this movement, the brain does not perceive the image smoothly but makes quick jumps from one point to another—this process is called saccades. In some places, the gaze is held, which is referred to as fixations. The eye tracker collects data on saccades and fixations, generating reports that are visualized as heatmaps and fog maps, as well as fixation graphs.
What can be measured using eye tracking?
Using eye tracking technology, various parameters can be measured, including:
- Number and duration of fixations: Determine how long the user looked at specific elements, such as advertising parts of an ad.
- Time to first fixation: Helps understand how long it takes for the user's gaze to reach an area of interest.
- Number of returns to the area of interest: Indicates successful or problematic areas of the advertising block.
For example, the company "NeuroBrand" conducted a study on the packaging design of the lemonade "Rublik Kopeykin," where the results of eye tracking showed a significant increase in attention to new design elements.
How does an eye tracker visualize results?
The results of the eye tracker are visualized in several formats:
- Heatmap: Displays areas where the user's gaze lingered the longest, using a color gradient.
- Fog map: Unlike the heatmap, it uses monochromatic fill to indicate the level of interest.
- Fixation graph: Demonstrates the trajectory of gaze movement, where lines represent saccades and points represent fixations.
Why is eye tracking used in marketing?
Eye trackers capture users' unconscious reactions, allowing for objective research. This technology can be used to test many elements:
- Advertising materials: Analyze before and after launching a campaign.
- Videos: Assess which parts of the screen the focus group participants concentrate on.
- Outdoor advertising: Determine which elements attract the attention of passersby.
- Mobile applications: Study gaze movement to optimize the interface.
- Websites: Investigate which elements attract users' attention.
- Product packaging: Assess which aspects of packaging influence purchase decisions.
Tips for marketers: what affects gaze movement
Research based on eye tracking has identified several factors that influence the distribution of attention:
- Attention-grabbing elements: Dynamic objects and bright images attract more attention.
- Culture: Gaze movement may depend on the user's cultural background.
- F and Z patterns: Structuring information according to these patterns helps users process content more easily.
Pros and cons of eye tracking
| Pros | Cons |
|---|---|
| Objectivity: captures natural reactions. | Large focus group: requires a minimum of 30 people. |
| Accuracy: measures time to milliseconds. | Data interpretation: requires experts to interpret the results. |
| Peripheral vision: only captures direct gaze. |